As Bill Gates once quoted- Content is King! That is what makes it an essential part of marketing. That is where the need for content marketing is being emphasized. However, content marketing goals can be achieved only when you create new and eye-catching content. As day by day businesses are moving and growing online, it clearly shows the importance and buzz of digital marketing. Coming back to content, it is a crucial part of digital marketing. A content audit is a process in which you evaluate the whole website, as it reveals the strength of your content. It helps you to cover your content gap, connect your audience with you for a long time, and enhance your online presence.
Content plays an essential role in taking your business from ground to zenith. Before coming to content marketing, you need to take an overall look at your website and do a content audit. If you’re thinking you haven’t done a content audit yet, then don’t be upset as you’re not the only one. Before coming to the step-by-step guide for a content audit, let’s first take a clear view of what Content Audit is and why you need to go for it?
What is a Content Audit?
A Content Audit is nothing but a complete systematic analysis of all the content of a website to assess its strengths and weaknesses. The main motive behind the content audit is to find the strengths and weaknesses of the content on a website. In simpler terms, you need to check out your website thoroughly and find what’s lacking compared to your competitors, if it is. In addition, comprehensive content auditing takes a massive time because it focuses on quality alot instead of quantity.
Why do you need content auditing?
The major question comes to everyone’s mind: why do we need content auditing on a regular basis? In the light of the fact that identifying the weak content helps you to focus on your content marketing. It helps you in competing with your competitors and make you stand out in the market with them.
Obviously, there are multiple reasons why you need content auditing. We’re compiling the list of major 3 reasons behind this are as follows:
1. Enhance SEO Performance
Content Auditing helps in enhancing your SEO performance by identifying the weak content in your website. The key to attract an audience is to write creative and engaging content.
In addition, Google loves and also gives more value and preference to the websites that regularly update their content and hence it helps in boosting their SERP rankings. Without content marketing, it’s very hard to rank your website on Google when everyone wants fresh and engaging content. Overall, it doesn’t not only attract users but also enhances the complete SEO performance of your website.
2. Boost Engagement
If you’re still thinking about why your website doesn’t get enough engagement to stand in the market then you must focus on content audit. As fresh and trendy content along with a complete strategy helps you to boost your engagement. Moreover, when you analyze your content on a regular interval then you can easily cut off the content that your audiences don’t like.
3. Identify The Content Gaps
When it comes to identifying the content gaps, content audit plays an important role. Finding the long-hanging, decay content and optimizing it strategically helps you overcome the content gap. Sometimes, there’s no need to post new content every time, you just need to analyze your old crawled content and update it. Google loves new quality content with completely knowledgeable recent information more than just new blog posts.
In addition, you can easily identify the URLs having old content that your audience don’t like through a variety of SEO tools like Screaming Frog, Semrush, Ubersuggests, and many more.
Here is the ultimate guide on how to perform a complete content audit within just 4 simple steps. By following these 4 steps you can enhance your rankings and focus on an effective content marketing strategy.
Define Your Goals
Every business has a particular goal to achieve their targets. Similarly, content marketing also needs specific goals so that you can make a plan and gather information to fulfill the content gap. In between defining your new goals, you also have to analyze your current content strategy like where it stands, what’s your new target and how you deal with it in the future.
Make A List Of Content Assets
After defining the goals, the very first thing is to gather and make a list of your website content assets. You can do it on spreadsheets including date of the published content, type of content, length of content, source of content, keywords, author, etc. either manually or by Screaming Frog, Site Indexing Tool or any other content marketing tools. There’s no specific way to define and make a content inventory, you can do it according to your business
Collect Asset Data
It’s not necessary to make another spreadsheet for this, you can do it along with the above. Here is the list of potential SEO data points that you need to gather but it completely depends upon your audit.
1. Target Keyword
2. Meta Description
3. Word Count
4. Outdated Content or Evergreen
5. Page Score
6. Review Date in Future
7. Conversion Goals
8. Shares & Comments
9. Social Media Engagement
10. Meta Tags
12. SERP Ranking
Analysis and Evaluate Content Metrics
Once you gather all the information regarding your website content, your next step is to make a strategy and improve it. To improve the performance of your brand’s website, developing a rating scale is 1 to 5 is the best way to analyze it.
As the answer of the rating scale decides whether the existing content strategy would help you in the future to achieve your target goals? Therefore, rather than simply wasting the time on content writing, write and make the content strategy that talks with your audience.
Summing it up, Content auditing is not a one-day task, you need to evaluate and analyze the content on a regular basis. You can hire content marketing agency do content auditing according to your business needs. No doubt, content auditing is a massively time-consuming task but it’s completely worth it. In the end, it gives you the results of what you want and what needs to be done. There is no one solution that can fit everywhere as content audit depends on your organization goals.